Primedia Unlimited subsidiary TLC recently ran its first ever washroom advertising contract for a mountain bike brand for advertiser Merida. The communication included a competition element where one person could win a One Twenty TFS 400D full suspension mountain bike. TLC and Merida have presented that prize to competition winner 12 year old Sonwabo Matiwana of Alpha Primary School in Port Elizabeth.

The three-month sms campaign received 14 000 entries, driven through Merida’s competition creative in TLC’s standard Washroom Frames in its Airport, Cinema and Planet Fitness holdings. These holdings were selected because of their high footfalls and ability to most effectively target the on-the-go, adventure-seeking consumer.

According to TLC, young Sonwabo was elated by his winner’s luck. The Alpha Primary school learner told TLC that he saw the Merida competition in a cinema washroom. He’d always wanted a bicycle so his father encouraged him to give it a go. Sonwabo said he was truly grateful that his wish had been answered by winning.

TLC took a trip down to Alpha Primary to present the prize, where the school put on a special assembly for the occasion.
Martin Bain Venn, Account Manager at TLC comments, “I have never seen people so excited and happy for another human being. It truly was a grounding experience and I feel privileged to have been part of it.”
The headmaster of Alpha Primary addressed the school and encouraged students to always have pride - pride in their school, in their country but most importantly pride in themselves. Martin then addressed the school, explaining the details of the competition and number of entries they had received through the washroom ads. “The bicycle was wheeled out and there were many gasps at the sleek looking Merida.  After a slow clap I announced the winner and the school erupted!” says Martin.

“Sonwabo rode the bike up and down in front of the school while the school cheered. He was then asked by the headmaster to say a few words.” After the formalities, Wayne Phiffer, a local bike shop owner put Sonwabo through the paces on the operation of the bike’s gears and other gadgets and technologies.

Wayne and TLC committed to assist Sonwabo at any time in the future and arranged for him to participate in a race that very weekend.

“The Merida competition again demonstrated the effectiveness of the washroom medium, being part of the Merida campaign has been so uplifting. In the first month alone we received 4200 sms entries into the competition. We’re delighted that the partnership has been such a positive experience for Merida. We look forward to a long and rewarding partnership going forward,” concludes Bain Venn.

Special thanks go to Alpha Primary School, Rob Luis of Merida, photographer Greg Gilliver and Wayne Phiffer of Wayne Phiffer Cycles.